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Email : Taking Email's Measure

The most important metrics you're overlooking

January 2013 By G.B. Heidarsson
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With the vast array of analytical information available in the email channel, the measure of success sometimes gets a little muddied—especially when there are multiple stakeholders claiming ownership of overall success. But then again, what is overall success?

For most marketers, it's revenue; in particular, increasing revenue by improving your program. For others, it may be subscriptions or other desired actions or conversions. What's important is there's an overall goal measured—not campaign by campaign, but as an overarching result over time that can be compared against the same period in the previous year or to the previous period.

This is where the direct marketer's strengths come into play. We are used to optimizing our programs, testing different approaches and scenarios and utilizing modeling and "Recency/Frequency/Monetary" (RFM) measures to maximize revenue and minimize cost. But marketers have to think differently in the email channel.

The largest expense in email is the lost opportunity cost, because the deployments themselves are so inexpensive. Therefore, correct segmentation, offer significance and product relevance are keys to success. If you can't optimize these things, you fall victim to the unrecoverable cost of lost subscribers—either through inactivity, unsubscribes or complaints. Unlike direct mail, there is no second chance to get these people back.

So, the statistics you need to be looking at, but aren't, are:

Inbox delivery instead of just deliverability; and

Open and click rates over time instead of just campaign-by-campaign.

The Inbox Is Job No. 1
Optimizing frequency, relevance and mailing cadence to your different segments will ultimately boost activity among your subscribers. Active subscribers signal relevance to the ISPs (such as Gmail, Yahoo, AOL, etc.) which, in turn, will continue to deliver your messages to your subscribers' inboxes.

This is critical, because we're not dealing with the U.S. Postal Service where "the mail must get through." Sales from spam folders are slim to none; sales from blocked IP addresses are non-existent.

During the last couple of years, we have developed a new measurement of inbox delivery. By monitoring marketing emails in spam and inbox folders of hundreds of thousands of actual consumers, we can now verify if email gets through to them and where it lands.

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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(PDF Format)

From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his new book.  

Drawing Attention takes you step by step, to explain how you can unleash the incredible power of cartoons in various missions in your life, from marketing, advertising and sales promotion to job search, social media, VIP contact campaigns and more. 

With forewords by New Yorker Cartoon Editor, Robert Mankoff, and Sandler Training President, Bruce Seidman.  Free "Stu Heinecke Dingbats" font with purchase. 

<b>Note: You must have Adobe Acrobat Reader in order to read Drawing Attention, which is in PDF format.</b> Drawing Attention

(PDF Format) From David Ogilvy on down, the "experts" have claimed "humor doesn't work." Boy, were they wrong. Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his...

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